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This is a first for a presidential incumbent reelection campaign, and indicates pre-planning months ahead of time on the part of Obama's online ad team. Both the Democratic National Committee and Obama for America use Bully Pulpit Interactive - a firm led by three members of the Obama 2008 online ad team - to handle their online advertising. The digital agency has already reaped millions of dollars from the DNC and Obama camps this election cycle.

Update, Jan. 12, 2012:

Bully Pulpit Interactive's Andrew Bleeker emails:

BPI and the campaign have a close relationship, but the strategic force behind the online advertising program is the campaign team itself, as was the specific idea to take over the DMR and UL sites during the recent primaries.